Pay per click (PPC) is an advertising model used on search engines, advertising
networks, and content websites/blogs, where advertisers only pay when a user actually
clicks on an ad to visit the advertiser's website. Advertisers bid on keywords they predict
their target market will use as search terms when they are looking for a product or service.
When a user types a keyword query matching the advertiser's keyword list, or views a page
with relevant content, the advertiser's ad may be shown. These ads are called a "Sponsored
link" or "sponsored ads" and appear next to or above the "natural" or organic results on
search engine results pages, or anywhere a webmaster/blogger chooses on a content
page.

Pay per click ads may also appear on content network websites. In this case, ad networks
such as Google AdSense and Yahoo! Publisher Network attempt to provide ads that are
relevant to the content of the page where they appear, and no search function is involved.

While many companies exist in this space, Google AdWords, Yahoo! Search Marketing, and
Microsoft adCenter are the largest network operators as of 2007. Depending on the search
engine, minimum prices per click start at US$0.01 (up to US$0.50), these prices are often
referred to as Costs Per Click (CPC). Very popular search terms can cost much more on
popular engines. Arguably this advertising model may be open to abuse through click fraud,
although Google and other search engines have implemented automated systems to guard
against this.

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